The Ford group is eying China’s lucrative luxury car segment as it announced plans today to launch its Lincoln brand in the country in the second half of 2014.
The introduction of Lincoln in China is part of a broader expansion plan from the Ford Motor Company to increase its sales in the region.
“Lincoln is an important part of our plan, and introducing Lincoln in China marks the next step in our expansion in Asia and our commitment to serving customers in the luxury market,” said Ford Motor Company President and CEO Alan Mulally.
“We recognize the growth potential for Lincoln in China, building on the growing appeal of our new Lincoln products and unique, personalized customer experience in North America,” he added.
Citing an analysis from IHS, Ford said that the luxury segment in China is forecast to surpass the luxury segment in the United States by 2020. The report adds that vehicle sales in the category are expected to more than double, from 6 percent of the market today to nearly 9 percent or 2.7 million units by the end of the decade.
Lincoln cars will be sold in China through an independent dealer network, with the company to begin meeting with interested dealers in the fourth quarter of this year.
The company said its goal is to provide a personalized brand experience for affluent Chinese customers.
“Lincoln will distinguish itself by providing more individual and personalized motor cars, and a more personal and crafted experience to match,” said Jim Farley, Group Vice President, Global Marketing Sales and Service, Ford Motor Company.
“The Lincoln experience promises to deliver elegant simplicity, something warmer and more personally engaging Research shows that for luxury consumers in China, international credentials are not enough; heritage and excellence are also expected of a luxury car.”
Ford didn’t clarify if the cars will be made in China or if they will be imported from the United States, nor did it say which models will be sold in the country.
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